BRINGING A LEADING CONSTRUCTION COMPANY INTO A NEW MARKET

Challenge

Understand the cultural factors shaping perceptions of quality in the fresh concrete category on Colombia’s coast. We aimed to anticipate the challenges a Guatemalan brand would face when entering a market with different symbolic codes, building practices and brand references, and establish how to position it meaningfully from the outset.

Approach

We carried out desk research into culture, competitors, consumers and the brand to map the local context and identify cultural tensions around construction, prestige and trust. Building on these findings, we led a strategic workshop with the regional team to turn them into positioning and communication guidelines.

Outcome

We developed a three-year brand roadmap defining the brand’s territory, narrative themes and commercial priorities, guiding its expansion and communications in Colombia.